‘Deviant Daad’ is an informal, unusual introduction to the Arabic language. It is a publication, a support learning tool that is designed to take an adult audience on a journey through typography, objects, photographs, and textures highlighting the richness of the Arabic language from the simplest letter, to word compositions, down to the details of dots and diacritics.

 

Since Daad is the only sound unique to the Arabic language. Hence the letter was used for the logo by overlapping different scripts. Color and texture were added afterwards. Each book comes with a jacket that unfolds into a different poster. 

Logo Calligraphy: Done by Salah Al Shami.

These shots reveal some pages from each chapter and the book cover. The promotional items in the bottom photo include stickers and an Arabic writing workbook lined accordingly.

The main highlight of the poster is the logo. I wanted the beauty of the lines, the shapes, the intersections, and the colors to express the feel of the book with these classic letters.

Digitally I created an application/game called Faa'la that involved constructing word derivatives to collect points and proceed to the next word. The name is inspired from the faa'la weight; it is the weight of all base words in Arabic and the common letters and configuration are added to form the derivatives of the weight faa'la.